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摘 要
2022年中共中央一号文件强调“要开展农业品种培优、品质提升、品牌打造，鼓励
各地拓展农业多功能、挖掘乡村多元价值，培育优势特色产业集群”。农产品区域公用品
牌由区域内政府、农业企业和农户共同推进，对推动区域内农业企业发展、拉动区域内
经济增长有着重要意义。本文对农产品区域公用品牌及顾客感知、顾客满意和顾客忠诚
国内外研究现状和基础理论进行了阐述和梳理，并开展定量研究，从消费者行为角度开
展对农产品区域公用品牌的研究，旨在为推动建设和发展农产品区域公用品牌提供理论
支持。
本文首先对农产品区域公用品牌、顾客感知、顾客满意和顾客忠诚相关文献和理论
基础进行梳理，将农产品区域公用品牌顾客感知-顾客满意-顾客忠诚行为模型引入研究，
并在此基础上，采用问卷调查法，对全国农产品区域公用品牌顾客进行顾客感知、满意
和忠诚的调研。调研过程中，根据中国农产品区域公用品牌目录选取 10个具有地域代
表性的农产品区域公用品牌，将它们的品牌价值按价值高低及稳定性两维度划分。本文
使用 Amos和 SPSS数据处理软件，通过结构方程模型、聚类分析和 Bootstrap法等方
法，对数据进行分析处理，并得出结论：（1）农产品区域公用品牌顾客感知正向影响顾
客满意和顾客忠诚行为，三者之间是正向的线性关系；（2）农产品区域公用品牌顾客满
意度越高，态度忠诚就越高；态度忠诚越高，行为忠诚就越高；（3）农产品区域公用品
牌顾客满意和行为忠诚之间并非是线性关系，也就是说，高度满意的顾客不一定必然带
来行为忠诚；（4）农产品区域公用品牌顾客满意在顾客感知和顾客态度忠诚、行为忠诚
之间起部分中介作用。
研究结论揭示了农产品区域公用品牌顾客感知、顾客满意与顾客忠诚之间的关系，
为进一步发展农产品区域公用品牌有一定的借鉴意义。根据研究结论，本文提出了几点
政策建议：一是加大力度提高顾客满意度，推动顾客通过产生满意，促成态度忠诚最后
升华为行为忠诚；二是针对不同忠诚程度的顾客采取不同的营销策略，以达到最优效果；
三是加强农产品区域公用品牌宣传力度，建立完善的农产品区域公用品牌营销宣传通路；
四是重视顾客对农产品区域公用品牌感知的影响，提升农产品质量，并加强创新，研发
出其他品牌无法替代的额外价值，同时加强对不良行为和非法使用农产品区域公用品牌
现象的监管，维护农产品区域公用品牌美誉度。
关键词：农产品区域公用品牌；顾客感知；顾客满意；品牌忠诚
I

Abstract
The No. 1 document of the Central Committee of the Communist Party of China in 2022
emphasizes that "it is necessary to develop agricultural varieties, improve quality, and build
brands, encourage localities to expand agricultural multi-functionality, tap rural diverse values,
and cultivate advantageous and characteristic industrial clusters." The regional public brand of
agricultural products is jointly promoted by the government, agricultural enterprises and
farmers in the region, which is of great significance to promote the development of agricultural
enterprises in the region and stimulate the economic growth in the region. This paper expounds
and sorts out the research status and basic theories at home and abroad on the regional public
brand of agricultural products and customer perception, customer satisfaction and customer
loyalty, and conducts quantitative research to carry out the research on the regional public brand
of agricultural products from the perspective of consumer behavior. Provide theoretical support
for promoting the construction and development of regional public brands of agricultural
products.
This paper firstly sorts out the related literature and theoretical basis of regional public
brand of agricultural products, customer perception, customer satisfaction and customer loyalty,
and introduces the customer perception-customer satisfaction-customer loyalty behavior model
of agricultural regional public brand into the research. The survey method is used to conduct a
survey on customer perception, satisfaction and loyalty among the public brand customers in
the national agricultural products region. During the research process, 10 regional public brands
of agricultural products with regional representation were selected according to the catalogue
of regional public brands of agricultural products in China, and their brand value was divided
into two dimensions: value and stability. This paper uses Amos and SPSS data processing
software to analyze and process the data through structural equation model, cluster analysis and
Bootstrap method, and draws conclusions: (1) Customer perception of regional public brands
of agricultural products has a positive impact on customer satisfaction and customer satisfaction
Loyalty behavior, there is a positive linear relationship between the three; (2) the higher the
customer satisfaction of the regional public brand of agricultural products, the higher the
attitude loyalty; the higher the attitude loyalty, the higher the behavioral loyalty; (3) the regional
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